Should You Buy the iPhone 17 Now or Wait?
Third-party retailers are slashing iPhone 17 prices ahead of the next-generation Apple launch. With potential price hikes on the horizon due to soaring…
Retailers in the UK and Europe have started cutting prices across the entire iPhone 17 lineup as Apple prepares for its next-generation hardware launch. The steep discounts arrive alongside a boost in Apple's official trade-in values, prompting analysts to suggest that now may be the most cost-effective window to buy the current flagship.
Amazon UK has slashed the price of the iPhone 17 Pro Max to £1,049, which is £150 below its original launch price, while high-street retailer John Lewis is offering the same model for £1,099. These aggressive third-party discounts follow similar stock-clearing price cuts that began earlier this summer for unlocked models in Spain, Germany, and Australia.
Retailers Slash Prices Across the Lineup
The price cuts span almost all variations of the current generation. On Amazon UK and John Lewis, the iPhone 17 Pro has dropped to £999 from £1,099, representing a £100 saving. The standard iPhone 17 is down to £749 from £799, while the slim iPhone 17 Air has seen the most dramatic reduction, falling £200 to £799. The only model excluded from the current promotional wave is the entry-level iPhone 17e.
At the same time, Apple is sweetening the deal for upgraders by quietly raising its trade-in valuations. In the US, the maximum trade-in value for the iPhone 16 Pro Max rose from $695 to $720. The iPhone 16 Pro saw the largest jump, climbing from $560 to $630. Apple has also adjusted trade-in values upward for older handsets, including the iPhone 11, which now commands up to $110. Additionally, Apple's trade-in program has newly accepted the Google Pixel 9 Pro XL.
Looming Price Hikes Driven by Memory Costs
Market experts suggest that buying the iPhone 17 now helps consumers avoid a projected price spike for the upcoming generation. Ross Gerber, co-founder, president, and CEO of Gerber Kawasaki Wealth & Investment Management, noted that demand for the current generation remains incredibly resilient despite premium pricing.
"In the Apple Store, they told me sales are as good as ever even with higher prices," Gerber said in a post on X. "The current iPhone 17 price has not gone up but it will in September with the new models... so current iPhone sales are quite good. If you're looking for a new iPhone 17... now is a good time."
This warning of upcoming price hikes is tied directly to manufacturing pressures. TrendForce estimates that the bill of materials for the next-generation 256GB Pro model could rise by about 38% compared to the iPhone 17 Pro, with rising memory costs acting as the primary driver. To offset these costs, Deepwater Asset Management Managing Partner Gene Munster has predicted that Apple could increase retail prices by roughly $125, or 15%.
How the iPhone 17 Pro Max Holds Up
Despite being at the end of its launch cycle, the iPhone 17 Pro Max remains a top-tier premium smartphone. In the US, the device currently starts at $1,199. It features a 6.9-inch OLED display and a peak brightness of 3,000 nits, competing closely with newly launched rivals like the Google Pixel 11 Pro XL, which starts at $1,299 and offers a 3,600-nit screen.
Consumers looking to upgrade face a direct choice between securing a discounted iPhone 17 model today or waiting for the next launch, which is expected to arrive as early as September.
